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9-11 and lots of emotion and vulnerability hit us again on Friday. I was just finishing up a jam packed professional conference in Boston with authors, speakers and comics Brené Brown, Seth Godin, Daniel Pink, Jonah Peretti, Aziz Ansari and Amy Shumer. I was a little concerned about flying home and looking out the window from the Boston Convention and Exhibition Center at the Boston World Trade Center while thinking that my next work blog was going to be a little more touchy feely than our usual expertise in nuclear and chemical process safety engineering and testing.

This conference was attended by 15,000 creative marketing professionals from 70 countries and one surprising desire/theme was emanating from all participants and speakers - as well as supporting data from Twitter, Facebook, LinkedIn, Google - the collective need for organic authenticity, or vulnerability in communications. Making a difference in the world matters to all of us and the only way to do this is to put yourself, warts and all, out there. In love, family, work and play. Shed that protective layer of sarcasm, that critical inner voice, that past disappointment.

Data now shows that "Inbound" marketing or communications (value driven or organically meaningful) vs traditional "outbound" methods (let me sell you what I've got) allows us to educate, build a relationship and connect. You may or may not buy what I'm selling and that's ok. Instead, you may be an advocate, an admirer or just a friend. Perfectly great. Same should especially go for those of us in the safety industries. You respect the information shared and not "sold" by professionals you aspire to be like, colleagues you respect, leaders, etc. LinkedIn provides one of the ideal locations to meet and discuss trends and information we find in Groups.

So much is borne out of sharing. There is a plethora of informative articles and blogs created out of failed experiments, severe accident lessons, triumphs, regulations, new trends, and so on. Process, plant, chemical, industrial plant safety - every area involving runaway reactions, structural engineering, obsolesence, flammability, explosibility, hazards of any kind in the workplace - are reported best from the folks in the field. Insight from real folks in the trenches are what we crave, need and have to have to survive, learn and grow. Save that slick marketing piece as a parting piece if the customer asks for it. Instead, make sure your actual engineers, field testers and certified experts are communicating their real experiences.

And, an example from one of our own experts writing from his experience which became a 3-part series:

Close Encounters of the AHJ Kind: Combustible Dust and the Authority Having Jurisdiction, P1

Sleeping With The Enemy: Combustible Dust and Authorities Having Jurisdiction (AHJ), P2

Do You Know THAT Guy?: Combustible Dust and Authorities Having Jurisdiction (AHJ), P3

In the inspiring words of author Brene Brown, "Vulnerability is the birthplace of love, belonging, joy, courage, empathy, and creativity. It is the source of hope, empathy, accountability, and authenticity. If we want greater clarity in our purpose or deeper and more meaningful spiritual lives, vulnerability is the path."

Tapping into our collective solemness on 9-11 shines the light on how important being our authentic selves is - not only wise for our own well being but is a responsibility for contributing our best to society. Find your joy and share your gifts. (Social media is a great tool for this in many ways.) This is how society grows - through our authentic, yes, vulnerable selves. Keep it real, folks.